ANALISIS MEREK PADA PRODUK DETERGEN BUBUK SURF

Khusniyah Purwani (Program Diploma III Fakultas Ekonomi Universitas Islam Indonesia, Yogyakarta)

Benefit: Jurnal Manajemen dan Bisnis
Benefit : Kumpulan Makalah Diskusi Dosen FE UMS Volume 8 No 1 Juni 2004

This research was aimed at examining and evaluating a new brand name of powder detergentproduct, Surf. The evaluation was based on five categories of good brand name consisting ofmemorability, uniqueness, pronounceability, image, and consistency with overall corporate brandingstrategy. The questionnaire used the above five categories combined with Chiranjeev Kohli’s criteria.